I’m not going to tell you how to run your business. Only you know how to do that. I might be able to offer a little help and advice about your email marketing and social media strategies. But only you know what makes your customers tick and why your products will help to make their lives better.

The fact is you probably know more about your particular line of business than anyone else. You are able to offer advice about what products and services suit your clients’ particular needs and budget and then pitch accordingly.

So why, when it comes to advertising your business, do you just bombard your clients with offers and promotions?

Ask yourself this: Do people always buy on price?

If this were the case, Apple would have given up trying to sell their expensive iProducts years ago and bowed down to cheaper imports.

It’s time to talk to your clients and show them just how much you know.

To be perceived as a thought leader, all you need is an opinion (and who doesn’t have one of these?) and a stage.

Email and social media provide a great platform to broadcast from without the need to brush up on your public-speaking skills. It also allows people who value your opinion to share your voice with their network of friends and colleagues in an unobtrusive and therefore welcome manner.

Who would you rather buy off – someone who piles things up and sells them cheaply (with no service or guarantee) or someone who actually knows what the product is all about and is happy sharing this knowledge with their clients? Then ask yourself this – who would you recommend to a friend? Naturally, the more expensive and complex a product is, the more weight behind this theory.

It’s all about adding value to your offer. If you can speak knowledgably and passionately, you’ll quickly become the go-to person for any additional information about your particular industry. This also has the potential to generate “earned media” such as quotes or articles in newspapers, in magazines and on blogs – an invaluable source of publicity that will undoubtedly promote your business far beyond the realms of your existing list and network.

So think before you send that next email. Are you devaluing your product or service by offering discounts and low-cost introductory offers? Could you maintain margin and increase value by showcasing your knowledge and building trust in your brand?

Believe in yourself and your product and have a voice – your customers will thank you for it.

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